You are right, this is a "be careful" kind of sign. That is why this ad is just right: it's like beware of deers / boars etc., they may cut across the road - be careful, our car may cut across the road, bursting through the snow-wall (Nothing has to do with traffic crossing, misleading title.)

Maybe we have to start judging ads by the criteria that it is comprehensible or not. It is doing its job, or not. If I look at this print, do I understand what the people who made it wanted me to understand? If yes - OK, if not - there is a problem. THIS IS THE ROLE OF ADVERTISING. For genius art, color, geometrical composition, photography, graphic design I strongly recommend you people to go to a musem/art gallery/ start painting, sculpting, etc. Advertising is lying. Those who lie better, win. The rest are posting ghost adworks on websites and judging them as if they would eat a chocolate or an ice cream. So, when I will see a real adwork, one who sold a lot of products and in the same time is golden lion, then I will make a bow.

If this ad or any of the other ads in this campaign should ever win an award, let me know. Also, we have a flagrant case of plagiarism (one star less). Shame on you, Y&R, Italy. Nissan's x-trail ad, being the original, is better.